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Sports Merchandising Is Now A Bigger Business Than The Events Themselves
Growing up in New York, I never thought about marketing in sports. Everybody there was either a Yankees follower or a Mets enthusiast. You always loved one and detested the other, and so did your whole family. It was more of a tribal allegiance than a decision. The fact that, beyond the sports events, there was another competition going on not ever happened to me. I not ever thought about the fact that the teams were not only fighting for victory, but also fighting for enthusiasts. Til I fell in to a sports marketer position, I was pretty much oblivious to how much cash changes hands behind the scenes. Pro athletic merchandising is a multi billion dollar niche, and it is growing every year. Most sports teams, in point of fact, make more money off of selling sports clothing than off of tickets!
Finding myself in an athletic merchandising firm was a pretty odd development for me. In numerous ways, I don't fit in there at all. Even though I majored in niche merchandising and advertising, I have not ever been a big sports fan. This placed me at odds with a company filled with athletic fanatics. Nevertheless, I have done my job pretty well. At the start, I was not up to date on the different teams. This made my sports merchandising job tough, since I didn't know the niche! People expect you to be able to talk sports with them if you're going to promote their teams. Even if you're an effectual marketer. If you cannot talk shop and socialize with fluidity, it's difficult to keep your position.
Essentially, I approached sports merchandising like I approached school. I sat down and studied for weeks at a time. Soon, I knew more about sports statistics than many of the most die-hard fans in the company. After them, it was simple. Good sports teams sell them-selves, so it is just a matter of playing on existing brand devotion. As for the lower ranking sports teams, you can always play off of the underdog factor. There are some people who just love to root for a team that loses year after year. Merchandising sports to these versions of enthusiasts is a smaller trade, But what they lack in numbers than make up for in brand loyalty. They are the most dedicated followers in the business. The only time when sports merchandising is a tough sell is when a great team starts to slide. Suddenly, no one wants anything to do with them. The rest of the time, however, the job is pretty much a breeze.
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